Chapter XLVIII: Naming Soda-Fountain Concoctions After Movies

Druggists should not be backward in availing themselves of one of the strongest forces of modern times--the motion picture. It is a poor town that does not contain a photoplay theater, and in most towns they are as plentiful as druggists--one on every few blocks.

The proportion of motion-picture goers in this country is one to every five inhabitants, and, however it may work out in your town, it is practically certain that the majority of men, women and children spend their evenings at the motion-picture show. After they have seen the performance through, they are in the right mood to pay a visit to a soda fountain. Do you make any inducements to attract their patronage? Maybe you don’t, so let me suggest how you can accomplish this.

Why not introduce a Lillian Walker sundae, an Edward Earle frappe and a Charlie Chaplin soda? The name goes a long way, but if you can make the concoction distinctive it is an added advantage. Lillian Walker, for instance, is famed far and wide for her dimples, which are not without their publicity possibilities.

Do not adhere to any one particular player for too long a period, for each fan has his or her favorite, and if you make, say, a daily change, you eventually cover them all.

Obviously, the most effective advertising medium is the motion-picture theater. If the exhibitor rents out his screen to retailers, you should arrange to have a slide shown. Failing this, an advertisement in the house organ or program should produce the desired results.

In regard to the well-known brands of photoplays, I know of a pharmacist in Beatrice, Nebraska, who invented the Triangle sundae. This comprised a mixture of vanilla and dark chocolate ice-cream, over which was placed a confection triangle, the work of a local baker. On the top of this were three cherries and three green candied plums. This stunt was pulled off in co-operation with a local photoplay exhibitor, who was as satisfied with the extra business secured as was the druggist.

Triangle is only one brand of popular photoplays with advertising possibilities. Others are Paramount, Red Feather, Blue Bird, Metro, World, Mutual, Universal, Gold Rooster, Beauty, Biograph, Kalem, Vitagraph, Edison, Essanay, Selig, Lubin and Thanhouser.

It may be argued that it is giving the manufacturer free publicity, but it does not sell him any more prints, for the exhibitor, as a rule, contracts for all the productions released under a certain banner. You would, of course, benefit the manufacturer were you to boost brands indiscriminately, but the success of the stunt depends on securing the assistance of the local exhibitor. When that is secured, you only christen soda-fountain concoctions after the brands of photoplays to be seen at his theater. A little extra time and effort in devising new soda-fountain lines will be well repaid.

_A.&H._

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MODEL C

Used by leading producers all over the
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Kalem
Essanay
Lubin
Rolfe-Metro
Fox
Universal
Thanhouser

and hundreds of other M. P. Studios

The new =Model C= contains a number of
improvements, which our experience
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always in accurate contact. 8,000 c. p.
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Total weight of each unit less than
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Rental terms on request at headquarters.

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ALLISON & HADAWAY CORPORATION Photographic Manufacturers and Importers 235 Fifth Avenue, Dept. D, New York

EVERYTHING-FOR-YOUR-PLAYHOUSE HOMMEL’S COMMERCIAL BUILDING 422 FIRST AVE. PITTSBURGH. PA.

My Specialty is _=Motion Picture Publicity=_

Is there a photoplay you wish written around your goods? I supply the plot, technical scenario, or both.

How about boosting your picture? It will pay you to entrust me with the preparation of the literature.

Is there a unique publicity stunt you have in mind? Why not enlist my aid?

Are you using regular photoplays? If so, I can furnish a weekly report of the latest productions.

Is there a problem on which you seek advice? Perhaps I can be of service to you.

ERNEST A. DENCH, 326 Decatur Street, Brooklyn, N. Y.

AS A COMPANION VOLUME, BUY “MAKING THE MOVIES” (MACMILLAN CO., $1.25)

TRANSCRIBER’S NOTES:

1. Enclosed italic or underlined font in _underscores_.
2. Enclosed bold font in =equals=.
3. Original spellings have been standardised only when a dominant
version was found.